being brave & the shift to meaning local -- the m… · social circles constantly seeks out...

For internal sharing only. Not for public distribution

BEING BRAVE &THE SHIFT TO MEANINGA Presentation to the PANA29 August 2019

Philip TiongsonT: @Ptiongson || @HavasOrtegawww.havasortega.com

UNIQUE

DIFFERENT PERSPECTIVE

DOES BEING BRAVE PAY?

cited in The Case for Creativity

The Case for Creativity

BRAVE HOW THEN DO YOU BE

LISTEN

For internal sharing only. Not for public distribution12 HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution

FOR INTERNAL USE ONLYFor internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS13

FIELDED IN 2018 IN 32 MARKETS, N = 12,168

Argentina ● Australia ● Belgium ● Brazil ● Cambodia ● Canada ● China ● Czech Republic ● Denmark ● Ecuador ● France ● Germany ● India Indonesia ● Ireland ● Italy ● Japan ● Malaysia ● Mexico ● Myanmar ● Netherlands ● Philippines ● Poland ● Portugal ● Russia ● Saudi Arabia ● Singapore

South Africa ● Spain ● United Arab Emirates ● United Kingdom ● United States

THE PROSUMER REPORT

For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS14

For more than a decade now, Havas has been speaking with the 15-20% of consumers who are influencing

trends and shaping markets around the globe

HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution

DIY

HEALTHA PH PROSUMER REPORT

+


Who is the PINOY PROSUMER?



Marketing savvy and

demanding of brands

Highly influential in their larger-than-average, but intimate, social circles

Constantly seeks out information and experiences

Explores and embraces innovation

Enthusiastic adopters,

testers, and disseminators of

new content, new media, new tech, new ideas,

new beliefs



Instigators

Mainstream

Laggards

15-20%Prosumers

They MAKE and UNMAKE a market category



97% of Filipino Prosumers consider themselves as the first

person they know to try the newest things



88% are consulted by their peers for counsel and recommendations on a range of topics,

including brands



80% are actively engaged in pop culture news, music, film, videos, literature, blogs



67% see their social media posts being shared or re-

posted by others



The POWER of the Filipino Prosumer


93% of Filipino Prosumers believe that it is their responsibility to make a difference in the world

[Global Average: 85%]

I believe it is my responsibility

to make a difference



86% believe that whatever they do to try to help does make a difference

Nothing I do to try to help the planet

is going to make a difference

8% agree; 86% disagree

[Global Average: 22% Agree; 63% disagree]



49% believe they have more power

as a consumer than as a voter

I have more influence on society as

a consumer than I do as a voter



60% will buy or refuse to buy a product based on -social activities

I often buy or refuse to buy a product

political/social activities



For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS


But Filipino Prosumers are in a QUANDARY right now



They are feeling GUILT OVER CONSUMPTION


31

38% feel guilty about the things they buy

93% believes consumption is a patriotic act

it helps the economy


32

47% is worried that our consumer-based economy is putting society and the planet at risk

59% believes that a healthy economy requires a

high-level of consumer spending


33

82% believes that the best way to save the planet is to buy and consume less

59% admits that shopping and buying

new things make them happy



guilt over mindless consumption

will result to new behavior patterns


35

From

MINDLESS CONSUMPTION

To

MEANINGFUL CONSUMPTION



96% of Prosumers are already more mindful, more careful, and more involved when shopping

I am shopping more carefully and

mindfully than I used to




73% are beginning to be more selective in their

Compared with a few years ago, do you ask yourself

the following question more, as, or less often when

Do I really need this?




47% are asking themselves

when shopping and buying stuff


For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS

THREE MAJOR BEHAVIORAL SHIFTS



MEANINGFUL CONSUMPTIONwill see Prosumers being more

involvement with key social issues



88% would be willing to buy products and pay more for those that are involved in a good cause

I am willing to pay a bit more for

a product if a portion of the proceeds

goes to a good cause




Mindful Consumption will also lead towards



93% of Prosumers believe that buying from local producers is a patriotic act



Mindful Consumption will also lead to environment and planet-friendly

brand choices



95% of Prosumers when shopping already consider the impact their behaviors have on the planet

I am making a conscious effort

to minimize my negative impact

on the planet/environment



46

From

MINDLESS CONSUMPTION

To




The Big Question:

How should brands respond in a

mindful, more meaning-centric?


BE BRAVE THESE ARE UNCHARTED TERRITORIES.


Brands must recognize that a new Filipino consumer is emerging



This new Filipino consumer has new,

unprecedented needs



NEW AND IMPROVINGDO-GOODER

LOCAL, BENEFACTORECO-WARRIOR

UTILITARIANZEN


52

NEW, AND IMPROVING, ME


Always in flux, always developing, always learning, always growing, always evolving, always unboxing –

TO BE THE BEST VERSION OF ME


I am making an effort to improve the way I live

99%




I am making an effort to improve the person I am

97%[Global Average: 92%]



What I buy says a lot about who I am

73%



59

DO-GOODER ME


“I have the power to choose – and I choose to support brands that resonate with my values.”


I am willing to pay a bit

more for a product if a

portion of the proceeds

go to a good cause

88%




I have been making an effort to buy more products that support

social or political causes

50%




I often buy or refuse to buy a product based on a

values or political-social activities

60%




Buying local and supporting local contributes to the community and to the economy

LOCAL, BENEFACTOR, ME



It makes me feel good to support local producers, artisans, and manufacturers

95%




Buying national/local products is a patriotic act; it helps my

93%




I am buying products from local producers more so as to have a positive effect on my community

60%




Consciously and actively minimizing their environmental impact and always assessing

ECO-WARRIOR ME



I am making a conscious effort to minimize my

negative impact on the planet/environment

95%




I would like to see electric vehicles completely replace gas-powered vehicles

over the next couple of decades

88%




I am willing to pay more for alternative sources of energy

(e.g., solar, wind)

80%



75

UTILITARIAN ME


A return to the basics – and to what the most important things in life are whilst choosing and shopping


I am trying more often to consume only what I truly need

88%[Global Average: 68%]



I am asking more often reallywhile shopping

73%




The search for peace and calm amidst all the choices that they face on the shopping shelves and in life

ZEN ME



I often wish it were easier to decidewhich product to buy

78%




I often feel overwhelmed by the product choices in the supermarket

63%




Brands give too much information about their products - it becomes overwhelming

53%




It annoys me when brands try to sell me additional products or functions I do not need

75%




NEW AND IMPROVINGDO-GOODER

LOCAL, BENEFACTORECO-WARRIOR

UTILITARIANZEN



Which of these needs are you beginning to see in your



How are you preparing for the shift from mindless consumption

to mindful, meaningful

consumption?


BRAVE Which of these needs do you think can give you

the opportunity to be


How can your brand create meaning for consumers?


For internal sharing only. Not for public distribution91 HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution

If you want a copy of the Philippine White Paper on the Emerging Shift to meaning,

[email protected]

mailto:[email protected]

For internal sharing only. Not for public distribution

BEING BRAVE &THE SHIFT TO MEANINGA Presentation to the PANA29 August 2019

Philip TiongsonT: @Ptiongson || @HavasOrtegawww.havasortega.com

being brave & the shift to meaning local -- the m… · social circles constantly seeks out...

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